Creative Ely, 7th May 2013 The Cutter, Ely, Cambridgeshire UK Our event for May 2013 was an interactive and practical session run by Jonathan Wainwright to help creative folk market themselves more effectively and run a more profitable business. This is a copy of the presentation he delivered. For more info on Creative Ely, and how you can get involved, please follow these links: http://www.meetup.com/Creative-Ely/ https://www.facebook.com/CreativeEly http://www.twitter.com/CreativeEily http://www.creativeely.co.uk/

1. Inside every creative there’s a
hidden marketing guerilla

2. How does this photograph make you feel?

3. Our survey Major trends
A straw poll of 30 Ely
Creative members
Using the telephone to KIT with
customers
46.7% never, 40% occasionally
Are you clear about sectors you
wish to gain work from?
35.7% no and happy to do any work
Are potential customers clear
about what you offer?
24% yes, word of mouth. 40% no, don’t do
enough marketing
Social Media
32% use it to tell about work, 36% stop/start
and find it time consuming
Familiarity with business
‘Numbers’
54.2% can’t measure marketing impact, 25%
only think about it when they need work
”Lead generation, turning interest in a transaction”
“Reaching the potential clients whose expectations match my capabilities”
“Having the right strategy, then having time to execute.”
“..‘tough financial climate”, ..some people never look beyond the bottom line, what’s it going
to cost?”

4. Tonight I’m going to guide you through a 5-point Action Plan to.................
Understand your customers Psyche
Identify your ideal customer
Make your business stand out
Use the power of social media
Measure marketing value

5. Customers’ psyche Understand this and generate more work and more customers
When you get into your
customer’s psyche, you
will gain powerful
knowledge to market what
you do
What are their customer
needs?
What do they expect from
suppliers?
a) Hygiene factors
b) Service excellence
How can I improve my
offering?
Create a strategy to check all this out?

6. Ideal customer Only target your best opportunity. It saves time and money
It is only worth pursuing
prospects that fit your
profile of the ideal
customer
Who are they?
Where are they?
What services do they
provide?
How can I best meet that
need?
Is their business
growing/declining?
Who are the top ten Companies on my prospect list?

7. Stand out Making your service better than your closest competitor
In a sea of ‘White Noise’
make sure that you are
seen and heard
What is the market need?
How is it changing?
Who is your closest competitor?
a) How is their service great
b) What are their key strengths
c) What are their key weaknesses
Who are the top ten Companies on my prospect list?

8. Social Media Must be focussed, manageable, timely and effective
Social Media is about
building a two-way
dialogue. It’s not about
‘Offers’ and ‘Selling’
What interests my
prospects?
Why should they listen to
me?
How can I develop a
dialogue?
How can I build followers?
Which Social media is best
for me?
Create an A4 strategy/action plan to KIS (keep it simple)

9. Marketing value Measure what you do. What works, what doesn’t
These basic numbers are
the heart of any business
Projected number of leads 6 6
x conversion rate 50% 65%
equals number of new customers 3 4
x average spend £750 £1,000
equals revenue £2,250 £4,000
x margin 60% 70%
equals profit £1,350 £2,800
Create a marketing actions/metrics list. If I can’t measure it, change it!

10. If you would like a FREE copy
of my Amazon e-book, go to:
http://bit.ly/QgWKdo